Fashion Branding and Communication: Core Strategies of European Luxury Brands (Hardcover) (ISBN-13: 9781137523426)

This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.


Author: Byoungho Jin
ISBN-10: 1137523425
ISBN-13: 9781137523426
Publisher: Palgrave Pivot
Language: English
Published: 04/27/2017
Pages: 188
Format: Hardcover
Weight: 0.88lbs
Size: 8.27h x 5.83w x 0.50d